The accounting industry has evolved in so many ways, like going from manual to software-based data analysis and in-person to remote service delivery. One of the more recent transformations in this industry involves marketing. It’s quite a surprising development: accounting is not a “lifestyle” industry, which was widely believed to be the industries that would benefit the most from Internet-based marketing.
It turns out that professionals, business owners, and corporate executives look for accountants online. Even those who ask for referrals from their peers look for information about a potential service provider on the Internet. Accounting firms, therefore, need to promote online; and to do this, they need to have a website.
Let’s clear the air: referrals are still one of the major drivers of sales for accounting firms. You can, however, cast a wider net and get more leads if you have a website. In fact, your website can be your most powerful marketing tool.
Studies show that the design and the overall impact of a website can influence buying decisions. If your website gives the impression that you are a professional, reliable, trustworthy, capable, and experienced and knowledgeable in accounting, prospects are more likely to contact you for a consultation. It’s important, therefore, to hire experienced website designers for accounting firms.
Uses of a Website
How does having a website benefit your accounting firm? The answers are numerous, but we’ll focus on these important ones:
You can promote your accounting services through your website, even as you sleep.
Think of your website as a virtual office: a repository of information about your company and the accounting services you offer. Whether by chance or through targeted marketing, visitors to your website can get information about you, your company, your services, and why you’re the better choice compared to your competitors 24/7. This means that if you’re up for the challenge, you can offer accounting services to clients from different states across the country.
2. Lead Generation
You may engage with referrals and new audiences and convert them into leads through your website.
A huge number of online customers are looking for service providers online now. Most (if not all) of the buyer’s journey now happens online as well.
If you have a website, you can attract prospects who are in the Consideration stage (audiences know they need accounting services and want to know all their options) and Decision stage (they’re aware that you offer the accounting services they need and are double-checking if you’re the right person or company to hire) of the buyer’s journey. With well-placed calls-to-action, you can get these visitors to sign up for your newsletter or contact you for a consultation.
3. Attracting Referrals
Your website, with a little help from your satisfied clients, can draw new prospects.
Ninety-three percent of Americans read reviews before buying a product or service, especially when it’s their first time. If you have a website, you can consolidate the reviews and feedback of your previous clients so that new visitors can easily find them. You may publish written reviews and video testimonials, and provide links to your LinkedIn and social media profiles, where people can find more of your ratings and reviews.
A Website Is a Need, Not a Luxury
With the country still reeling from the effects of the global pandemic and observing social distancing best practices, websites will remain essential to the online marketing efforts of accounting firms.
Learn more about website design and digital marketing, and the benefits your accounting firm will get from them. Get in touch with ScalingYou today.